So I have this little game that I like to play while driving around town with the wife and kids and it goes something like this: music is playing, kids are squabbling, wife is singing / talking to me about “things”, all is right in our happy little car bubble. The fam is relaxed and content, and then I see a familiar font on a logo or a sign and point to it yelling it’s name for the family to hear startling them out of their contentment. I consider it adding an educational aspect to our drives, my wife considers it annoying, calls me a dork and rolls her eyes, while my kids giggle in the back seat secretly loving the game. And me, I continue forward confident in my self proclaimed title of The Font Master.
You know what? I can admit it, maybe my wife is right. Maybe I am a font dork - but I’m ok with that. In fact I think any designer worth his weight in salt has to be a bit of a font dork. Fonts are an essential part of design; they convey tones, send messages, take on personalties, and support the integrity of your brand. I often speak to my clients about the importance of typography when building their brand; my font selection is well thought through and deliberate, specifically chosen to appeal to a businesses’ target market. I take the time in my Brand Discovery sessions to really hit home the importance of staying true to the font family as it’s an important aspect to everything they will do in terms of advertising going forward.
The beauty of a font is its diversity. I’ve always had great respect for clients who are willing to let less be more and allow a simple font be the face of their business. After all it’s been hugely successful for a lot of major companies you are familiar with: Bench. Clothing, Facebook, and FedEx to name a few. Recently I saw packaging for a newly popular game called Cards Against Humanity. The entire game package consisted of a plain black box with bold white Helvetica font – I immediately thought they nailed it. Raising from my seat, I slowly started clapping, giving credit to whoever this Helvetica-bold designer was; after all, it takes confidence to rock the simplicity of such “understated” design, but its effectiveness was spot on. I still claim to be the Font Master, but of course, I’m always willing to share that title with a fellow Font Dork.